Buda Jeans Co held 0.8% of Ajio's topwear orders in Q2 2025. It holds 19.63% now.
Topwear is Ajio's single largest category, 47.81% of all orders on the platform this quarter. A brand that was not a meaningful presence a year ago is now that category's largest single name, ahead of Netplay, Yousta and Teamspirit, the three brands that led it through 2025.
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The gain is not an isolated spike. Neonomad went from 0.18% to 7.69%, and Alpha from 0.03% to 3.05%. Three brands, all essentially absent from Ajio's topwear rankings a year ago, together now hold just over 30% of the category. Yousta, an established name, also grew, up 2.37 points to 5.46%. The established incumbents mostly held flat or slipped: Rio unchanged at 3.28%, Netplay down 0.52, The Indian Garage Co down 0.47.
This did not come at the expense of the category shrinking. Topwear's overall share of Ajio orders rose 1.44 points over the same period. New brands took share from a category that was itself growing.
Buda Jeans Co's basket tells its own story. Its average order value fell from INR 2,299 to INR 1,427 as its share grew twenty-fold. The brand scaled by moving down in price, not by holding position at a premium and winning on volume regardless. That is consistent with what a June post on this same platform found in bottomwear, where Buda Jeans Co also appeared as a new entrant, and where category share growth came with falling average order value across the board.
The pattern now spans two categories on the same platform: a small number of new entrant brands taking large, fast positions at lower price points than the brands they are displacing.
For a fashion brand assessing Ajio specifically, topwear is no longer a fragmented category with room at the top. One name holds roughly a fifth of it. The opening that exists is in whatever is left once you assume that position is not moving soon.
Tags: Fashion · Ajio · Topwear · Brand concentration · Q2 2026 · Consumer panel data
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